![]() The need to make sure that research questions used in the focus groups, interviews and surveys were worded in an appropriate and sensitive way.for example, TD found that the LGBT population was fairly small (estimates are that 2% of the population identify as LGBT), and some members of the community are reluctant to identify themselves as LGBT.The difficulty of locating and encouraging the participation of LGBT persons – and doing so within budget and time constraints.TD faced the following challenges in planning the focus groups, interviews and surveys: Determine responses of community members to potential advertising campaigns.Examine perceptions of the service received and the overall customer experience of the LGBT community when dealing with Canada’s major banks.Determine which financial institution, if any, is the bank of choice in the LGBT community.Measure the LGBT community’s awareness of Canada’s major banks and the likelihood of LGBT customers doing business with these banks.Identify key issues of concern to the LGBT community.The key goals of collecting data were to help TD: A desire to identify meaningful community initiatives to support.A desire to better understand the attitudes and preferences, product and service needs of the LGBT community.A desire to better serve LGBT customers.A desire to be recognized by the LGBT community as the bank of choice.Various factors led TD to collect data about the LGBT community, including: Surveys help determine how widespread a particular issue or set of attributes might be in a community. Focus groups and interviews were useful in helping to identify and explore, in depth, issues of concern. Different research tools have been used, including focus groups, interviews and surveys. Since 2007, TD has been working with external research partners to conduct multiple research studies and collect data on the LGBT customer segment. The International Gay and Lesbian Chamber of Commerce estimates that Canada includes two million LGBT consumers with spending power of $100 billion. TD views this community as an important part of its customer base. As part of its corporate diversity strategy, one of TD’s key priorities is to be recognized by the Lesbian, Gay, Bi-sexual and Transgender (LGBT) community as their bank of choice. TD is committed to building an inclusive environment where all employees and customers feel welcomed and respected. TD Bank Financial Group also ranks among the world's leading online financial services firms, with more than six million online customers. Personal and Commercial Banking, including TD Bank, America's Most Convenient Bank and Wholesale Banking, including TD Securities. TD Bank Financial Group is the sixth largest bank in North America by branches and serves more than 18 million customers in four key businesses, operating in a number of locations in key financial centres around the globe: Canadian Personal and Commercial Banking, including TD Canada Trust and TD Insurance Wealth Management, including TD Waterhouse and an investment in TD Ameritrade U.S. TD Bank's long-standing partnership with Stonewall CDC focuses on volunteerism, hosting Financial Empowerment classes, and coordinating program building "Think Tanks" with our community partners.Headquartered in Toronto, with more than 2,300 locations and 74,000 employees worldwide, The Toronto-Dominion Bank and its subsidiaries are collectively known as TD Bank Financial Group (TD). ![]() ![]() TD Bank has a long-standing commitment to enriching the lives of its customers, colleagues, and communities. Stonewall's goal is to help ensure New York City's LGBTQ+ elders can live in safe, welcoming housing they can afford, with access to health and mental health services capable of meeting their unique needs. Stonewall Community Development Corporation (Stonewall CDC) is helping fight isolation and bring access to services to the LGBTQ+ senior community. This has brought about the need for organizations to help bring equity and support networks to LGBTQ+ seniors. LGBTQ+ elders face a number of challenges beyond those of the general elder population. New York City is facing an unprecedented senior housing crisis, as Baby Boomers age in. ![]() NEW YORK - The LGBTQ+ community is living longer. Learn more about TD Bank's support of groups who help the LGBTQ+ Community.
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